The article discusses the features defining the term tolerance in the mental lexicon. Experimental data concludes the variability of the phenomenon under study in modern society.
Key words: tolerance, subjective definitions, psycholinguistics, pragmatics, personality.

The article dwells upon necessity for giving closer attention to regionally marked cultural phenomena of Germany. In common media space they tend to appear more frequently expressed in the standard German rather than in local dialects and yet stay incomprehensible without knowledge of their cultural linguistics background. Two “problem” examples of High-Bavarian origin taken from modern discourse are given.
Key words: linguistic-cultural area, cognitive base, regionally marked cultural phenomena, intercultural communication, cultural linguistics lexicograhy.

The article presents an analysis of the way relational spatial concepts are verbalized in L2 (English) by native Russian speakers. The research is carried out on the basis of the mistakes, made by EFL students whose level of English can be characterized as Intermediate.
Key words: artificial bilingualism, spatial concept, language interference, interlanguage.

The article observes synonymic attraction process in terms of interdisciplinary approach. Experimental data are represented to prove the topicality of the research from the point of view of synergetics. Order parameters that regulate the process of synonymic attraction are described in the article.
Key words: synonymic attraction, individual lexicon, synergy, self-organization, order parameters.

The article deals with some problems connected with the study of the dynamic aspect of a spontaneous text, which implies analyzing the process of text generation, perception and comprehension.
Key words: the structural-semantic organization of a text, a spontaneous text.

The article is concerned with the intonation specifics of stage monologue. Originality of the research consist in determining the dicteme intonation model of the stage monologue. The intonation dicteme model described in the work can help to practice the intonation of the extra expressive stage speech in the language learning situation.
Key words: dyctheme, dyctheme approach, rhetorical discourse, stage monologue, terminal tones, diapason, register, intonation.

Article is devoted to research of concepts of the Russian language. Studying of a language picture of the world is conducted through the analysis of the mental linking of words. The analysis of the major cultural concepts showed that the Russian language mentality has special specifics: there are unique conceptual sheaves (conscience / shame, will / freedom, spirit / soul, the truth / truth, debt / belief).
Key words: mentality, language picture of the world, concept, mental sheaf.

The article deals with headlines and headline structures of the articles about Russia in Russian and American press. The author analyses speech means that help to create the image of the country in headlines.
Key words: headline, headline structure, speech means, Russian and American mass media.

The article deals with the specific type of Russian press in the beginning of XX century – one-day charitable student journal. By the example of Don region’s issue “Students for refugees” it analyses in detail the typological characteristics, themes, style and genres.
Key words: charity, student press, one-day journal.

The article deals with the use of images of Latin American writers in the Russian book advertising by the example of three authors: imaging of Paulo Coelho as part of the branding, publishing promotion of certain editions of Gabriel Garcia Marquez; the involving of the image of Jorge Luis Borges in publisher image. The specific methods of promotion used by publishers are adduced.
Key words: book advertising, image of the author, Latin American literature.

The analysis of the formal structure of the terms is an essential step for the effective systematization of a young developing terminology, since it allows to identify the structural models that can be accepted as a standard. This article focuses on the analysis of the structural models of the English mediation terminology; gives general comments on the main trends of the named terminology and provides suggestions for its systematization and standardization.
Key words: mediation, mediation terminology, structural analysis.